A method and apparatus is provided to analyze social and content networks, to identify new relationships among users and content, and to more effectively link users to content. Embodiments of the invention also facilitate more relevant searches over both social and content data. One embodiment is directed to analyzing integrated social and content networks, and includes specifying a social network comprising multiple user nodes, and specifying a content network comprising multiple multimedia content nodes. Data elements associated with respective nodes of the user and content networks are analyzed, in order to detect a set of nodes comprising at least first and second user nodes and first and second content nodes, and to further detect at least three commonality links that join all the nodes of the set together. It is also determined whether a further link is a valid commonality link. The further link is initially inferred to extend between two of the nodes in the set, and to cooperatively join with the three identified commonality links to form a closed loop.